This master thesis aims to explore how gamification for the
recreational shopper can be designed into fashion e-commerce
without shifting focus from fashion but instead increase the total
experience when interacting with it. The concept of gamification
has become something of a buzzword for business developers
and is most often used with the aim to make something boring
fun. However for the recreational shopper fashion is already fun
and the concepts that are developed therefor need to be based on
the inner drives of the recreational shopper and with the aim of
making fun even more fun.
In order to understand what the inner drives of the recreational
shoppers are user studies were performed in three different ways:
questionnaires, interviews and a service safari.
The results from the study were used to create personas and
structure them into a version of an effect map. The results from
the service safari were also visualized using a customer journey.
Based on the effect map and the customer journey concepts were
developed and the related to each other in a matrix.

BibTeX @mastersthesis{Ernest2015,author={Ernest, Anya},title={Designing Gamification for the Recreational Shopper},abstract={This master thesis aims to explore how gamification for the
recreational shopper can be designed into fashion e-commerce
without shifting focus from fashion but instead increase the total
experience when interacting with it. The concept of gamification
has become something of a buzzword for business developers
and is most often used with the aim to make something boring
fun. However for the recreational shopper fashion is already fun
and the concepts that are developed therefor need to be based on
the inner drives of the recreational shopper and with the aim of
making fun even more fun.
In order to understand what the inner drives of the recreational
shoppers are user studies were performed in three different ways:
questionnaires, interviews and a service safari.
The results from the study were used to create personas and
structure them into a version of an effect map. The results from
the service safari were also visualized using a customer journey.
Based on the effect map and the customer journey concepts were
developed and the related to each other in a matrix.},publisher={Institutionen för tillämpad informationsteknologi (Chalmers), Chalmers tekniska högskola},place={Göteborg},year={2015},series={Master thesis - Department of Applied Information Technology, Chalmers University of Technology, Göteborg, Sweden, no: 2015:114},note={89},}

RefWorks RT GenericSR ElectronicID 224228A1 Ernest, AnyaT1 Designing Gamification for the Recreational ShopperYR 2015AB This master thesis aims to explore how gamification for the
recreational shopper can be designed into fashion e-commerce
without shifting focus from fashion but instead increase the total
experience when interacting with it. The concept of gamification
has become something of a buzzword for business developers
and is most often used with the aim to make something boring
fun. However for the recreational shopper fashion is already fun
and the concepts that are developed therefor need to be based on
the inner drives of the recreational shopper and with the aim of
making fun even more fun.
In order to understand what the inner drives of the recreational
shoppers are user studies were performed in three different ways:
questionnaires, interviews and a service safari.
The results from the study were used to create personas and
structure them into a version of an effect map. The results from
the service safari were also visualized using a customer journey.
Based on the effect map and the customer journey concepts were
developed and the related to each other in a matrix.PB Institutionen för tillämpad informationsteknologi (Chalmers), Chalmers tekniska högskola,T3 Master thesis - Department of Applied Information Technology, Chalmers University of Technology, Göteborg, Sweden, no: 2015:114LA engLK http://publications.lib.chalmers.se/records/fulltext/224228/224228.pdfOL 30